Shiny Object Syndrome…an increasingly common ailment in the tech-dependent marketing world. It often happens when we get distracted by the influx of new technologies and trending strategies that promise us the world.
Given a total of $10 billion in MarTech funding since the start of last year alone, along with the fact that, according to Gartner’s 2015-2016 CMO Spend Survey, 71 percent of marketing orgs have discrete funding for innovation (averaging about 10 percent of the marketing budget), it’s an easy trap to fall into.
It’s precisely for this reason that we should regularly check up on how well our tech investments are supporting our marketing initiatives. And now that we’re halfway through 2016, it’s probably a good time for that bi-annual review.